Effective FinTech Lead Generation Strategies?
By Wayne Brown
Connecting with FinTech executives to initiate new business opportunities can be challenging. Time spent to deliver innovative solutions, managing the growth of the company, and raising funds usually takes priority. Many people believe that cold calling is dead, however in reality, is this true? There was a time when the telephone was the primary tool to contact prospective clients, but times have changed. Reaching a prospective client via telephone could form the beginnings of a profitable relationship. Although the day of cold calling is not completely over, it is no longer the primary channel to reach prospective clients.
What has changed? Many people do not respond to an unknown telephone number, even in a business setting. In addition, answering the phone is viewed as a disruption to a person’s time and productivity, even in a business setting. Therefore, the practice to reach prospects via cold calling has shifted to other channels, such as social media. The phone is no longer the vehicle to receive telephone calls. It can be used to keep up with business contacts on Facebook, Instagram, and Twitter. Social media has grown as a key destination place to expand business relationships.
We all received unsolicited emails that clutter our email box, but if the information does not catch interests, we can delete it with no response required. Responding to a lead via social media is on our terms. In today’s environment passive engagement is preferred rather than an active engagement. Gaining new contacts on “our” terms is preferred in this environment when we are overloaded with so much clutter leading to distractions. Cold calling via telephone can become like a landmine taking the time away from finishing a necessary project on time, with no delays.
As a FinTech corporate development professional, I have built a strong pipeline track by contacting complete strangers. Using carefully crafted messages identifying a client’s services and the importance of why an introduction is essential can start on building a strong relationship. Although most do not respond to my lead generation emails, I know when most are read and those who respond start are interested in more information. Through these engagements some have connected with clients to build profitable relationships.
Another method is to use blogs to provide relevant industry information. This form of lead generation is to “educate” rather than to “sell”. People are interested in how they can perform their job better or just get insight. Usually, this channel provides information to passively reach your audience resulting in additional leads.
The process of successful lead generation constantly undergoes changes. I liken lead generation to mining for gold. It takes time to sift through all the rocks to find the valuable nuggets. FinTech lead generation takes hard work. When finding those key opportunities the effort is worth it. If the desired results are not obtained do not get discouraged but try again. The results are worth all the effort.
The Walker Group is a global corporate development and advisory firm serving multiple industries including FinTech, finance, and technology. Our varied market segments enable us to identify synergies and opportunities to stimulate growth as we partner with our clients to expand their business. Through our one-on-one CEO Advisory Services, we help companies navigate through their key business problems, increase sales, build new revenue streams, and gain customers.
Wayne Brown is the Managing Director at the Walker Group, a bridge between FinTech and financial institutions, working with FinTech companies and banks to find and create mutually profitable opportunities. Their varied market segments enable them to identify synergies and opportunities to stimulate growth, which includes identifying new products and services, building a strategic plan, or entering new markets. For more information about The Walker Group contact wbrown@walkergroupnyc.com.
